Before reading this blog post, I ask that you take a moment to think about your favorite clothing, shoe, and accessory brands. What about them drew you in? Would you consider yourself to be a loyal customer?
Branding and positioning are equally important parts to your company’s overall marketing strategy, especially in such a competitive market like fashion. The two concepts work together to shape how the company is perceived In the market and each have their own vital purpose.
Branding is an important strategy to building your image, voice, story and overall experience. It’s important to remember that in fashion, it’s not enough just to sell a product, you have to sell the lifestyle and aesthetic that the customer can emulate when they buy your products. Branding gives you the opportunity to stand out and showcase the needs your product can fulfill through logos, tone of voice, and most importantly, your brand’s story and customer experience. A great example of branding in the fashion world is Chanel. Their iconic CC logo can be recognized around the world. From cosmetics and fragrances, to leather goods and tweed suits, Chanel has created a brand that revolves around timeless luxury and elegance. Or as the kids call it these days, the “old money aesthetic.” Their brand story continues to honor their founder’s legacy, Coco Chanel, and create campaigns with those who emulate the brand’s image.
Positioning is a strategy that places your brand in the line of sight of your target customers in the market in your positioning strategy, you will define your target customer, determine what need in the market you’re trying to fill, the unique value your products offer, and determining the overall message you want your brand to send out. This all determines how your brand is perceived. An example of proper positioning in the fashion industry is Aritzia. They determined that there was a need for accessible elevated basics for women around the ages of 18-40, give or take. Aritzia positioned themselves between the market of fast-fashion and luxury brands, offering a cross between trendy pieces and timeless items that can be worn year after year. Focusing on fashionable yet versatile pieces, their clothing can pretty much be worn on any occasion. Zara and H&M are more along the lines of fast-fashion and known for selling more trendy items that you may wear for one season and then grow tired of them. Aritzia steers clear of that market and has built their own reputation of being the place to go for creating a capsule wardrobe.
To recap, the goal of branding is to concentrate on the internal aspects of your brand like values, story, and identity. The goal of positioning focuses on the external perception of your brand by customers in the market. While both separate strategies, they’re each equally important and work together to create a strong overall marketing strategy.
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